Rola komunikacji marketingowej w strategii przedsiębiorstw sieciowych

Since all organizations are linked and interdependent, it is crucial to develop network-based strategies with the em­phasis put on building an effective network of relationships with key stakeholders, which results in gaining competitive advantage. Marketing communications play a very important role in the process of building long-term relationships. When developing effective communications strategy, it is necessary to take into consideration current trends in marketing com­munications such as integrated marketing communications concept as well as challenges related to the services com­munications due to the dominance of services in today 's eco­nomy and their role in gaining competitive advantage in the market. Marketers should identify all elements communica­tive in nature -with the emphasis put on the relationship bu­ilding tools, select elements appealing to particular audien­ces, integrate them to create a clear and consistent message and synchronize them -with other activities aimed at develo­ping long-term relationships.

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